Brand Romance: Using the Power of High Design to Build a Lifelong Relationship with Your Audience

Brand Romance: Using the Power of High Design to Build a Lifelong Relationship with Your Audience

by Y. Kusume, N. Gridley


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Product Details

ISBN-13: 9781137369000
Publisher: Palgrave Macmillan UK
Publication date: 11/25/2013
Edition description: 2013
Pages: 235
Product dimensions: 5.51(w) x 8.50(h) x 0.02(d)

About the Author

Yasushi Kusume is Vice President of Brand Design Identity and Experience for Electrolux Group Design and a brand design and design identity expert. His responsibilities include the on-going orchestration and creation process of the design identity for all touch points to create a full brand experience; and driving the development of the organisations design competence relevant to the competitive strength of Electrolux Group Design. Yasushi was Vice President of Brand Design and Creative Direction for Philips Design at Royal Philips Electronics until 2012 April. Recent appointments and speaking engagements include key note speaker at Red dot "Design as a value generator" - workshop at the Designhuis, Eindhoven 2011, Key note speaker at Interbrand Best Global Brands event, Amsterdam 2011, Panel speaker at Corporate Citizen Forum, Harvard 2011, 2013 IF Communication Design Jury.

Neil Gridley is a Design and Innovation Consultant working with businesses at all stages of growth. He has over 20 years experience in consultancy and international business, including user centred design and brand development at Philips, design management at Tesco and as a programme development leader at the UK's national strategic body for design, the Design Council. He has developed successful products, brands and services across industries and sectors, for businesses ranging from start-ups through to global corporations. He is a highly regarded practitioner and often asked to speak on the role of design in business at events, especially through his connections with the Design Council and their Design Leadership Programme.

Table of Contents

List of Figures ix

A Note to the Reader xi

Introduction 1

Part 1 Know Who You Are

1 Commitment 1: Think of Your Brand as a Person 17

Part 2 Know Your Audience

2 Commitment 2: Understand Short- and Long-Term Needs 31

3 Commitment 3: Co-Create with People 43

4 Commitment 4: Understand How People Experience 57

5 Commitment 5: Measure and Optimize 73

6 Commitment 6: Introduce a "Love Tester" 83

Part 3 Know What You Will Bring Your Audience

7 Commitment 7: Build a Clear Brand Design Architecture 95

8 Commitment 8: Continuously/Innovate 113

9 Commitment 9: Give Your Value Proposition the Four Design Drivers 125

Part 4 Know How You Will Bring It to Your Audience

10 Commitment 10: Create a Clearly Recognizable Identity 139

11 Commitment 11: Embrace the Three Design Principles 149

12 Commitment 12: Create One Vocabulary for the Whole Organization 159

13 Commitment 13: Recognize the Maestro and the Virtuoso 169

14 Commitment 14: Nurture Your Talent 181

15 Commitment 15: Create a Shared Culture 189

Conclusion 205

Acknowledgements 213

Bibliography 219

Index 225

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